Urban Outfitters makes political statement with a new slogan ''IDK NOT TRUMP THO'' on its t-shirts. Bobbi Rebell reports.
Urban Outfitters is making a political statement. A new slogan "IDK NOT TRUMP THO" - with IDK being a text messaging shortcut for "I don't know" - is on the retailers' t-shirts available in stores and online nationwide. Allen Adamson, who runs Brand Simple Consulting, says taking sides in politics can be tricky for retailers. But this time, mixing business and politics could be worth that risk. (SOUNDBITE) ALLEN ADAMSON, BRANDING EXPERT, BRAND SIMPLE CONSULTING, (ENGLISH) SAYING: "I think it's smart business. Milennials want to stand for something. They want to express their opinion. And, if you're Urban Outfitters, connecting with milennials is what your job is about." Urban Outfitters is also selling a pin that says "Trump 20Never" and a book with Trump quotations that looks just like Mao Zedong's Little Red Book. As for Hillary, Urban offers t-shirts, one saying "Hillary Runnin' Thangs Tour 2016," and Clinton's photo in a big frame.